This photo shows Levi's jeans hanging on a wall at Levi's innovation lab in San Francisco. The process of making and selling an item of clothing is speeding up, as shoppers want products faster and faster in the age of Amazon. Companies like Tommy Hilfiger and Levi Strauss are digitizing different steps, like creating digital showrooms for buyers who place orders based on computerized rendering of a garment or producing 3D samples that are emailed to factories, instead of waiting for a physical prototypeDigital Fashion, San Francisco, USA - 09 Feb 2018

Chip Bergh is reshuffling the c-suite at Levi Strauss & Co. — trying to position the denim mainstay for supercharged growth in a new fashion landscape.

“We are creating a ‘designed-for-the-future’ organization — one that is poised to take advantage of innovation and reflect how consumers shop,” said Bergh, who is president and chief executive officer of the company. “Levi Strauss & Co. has never been stronger, and we expect these actions to accelerate our momentum and position us to win for the long term.”

Bergh took the reins at Levi Strauss in 2011 after a 28-year run at Procter & Gamble Co. and has led a turnaround at the company already. Sales this year are on track to top $5 billion for the first time since 1999 and the brand is expanding overseas, online and through its own stores in the U.S.

Now, Levi Strauss is changing to try to keep that momentum with key functions being consolidated under the control of individual executives.

Under the new set-up:

• Liz O’Neill was appointed executive vice president and president overseeing a new product, innovation and supply chain. O’Neill, who was chief supply chain officer, will be “responsible for the end-to-end view of the product life cycle, from ideation to what ultimately shows up in stores and online,” the firm said.

• Marc Rosen was named executive vice president and president of a direct-to-consumer organization that will coordinate the customer experience in stores and online. Rosen previously led the company’s online business. (Carrie Ask, who was in charge of the retail business, is leaving the company for another role).

• Jen Sey is taking responsibility as chief marketing officer and senior vice president of the company, reporting directly to Bergh. Sey was head of marketing for the Levi’s brand.

• The company is looking for someone to lead its new strategy and analytics unit, which will seek to empower the business through the use of data.

Also leaving amid the reshuffling is James “J.C.” Curleigh, who is president, global brands, and plans to pursue new opportunities after six years at Levi’s. Bergh said Curleigh’s leadership “has been critical to driving our current success” and that he would be missed.